Why Influence Still Matters More Than Impressions in Nonprofit Storytelling

Reflections from an early adopter of digital marketing for the arts on how nonprofits can move beyond metrics to lasting impact.

Between 2007 and 2016 at Carpe Diem Management, I found myself at the forefront of a movement that would forever change how nonprofits—particularly arts organizations—connect with their audiences. Social media was still a relatively untested tool in the sector, and many organizations hesitated to bring it into their donor engagement strategies. I saw an opportunity.

Strategy Session Work, 2014, | Identification of Audience Types and What Stories To Tell. (WHO and WHAT)

As an early adopter (2007) and frequent public speaker (2005-2014) on the subject, I worked directly with nonprofits to show how platforms like Facebook and Twitter could be more than just digital billboards. They could become community spaces where organizations cultivated authentic relationships, inspired audiences, and ultimately drove donor engagement and revenue.

That journey culminated in the release of my workbook, Social Media for the Arts (2012), provided to more than 500 organizations worldwide. More than a decade later, I’m still humbled to know that the book remains available on Amazon and continues to find new readers navigating the ever-shifting landscape of nonprofit communications.

Where We Are Today

The social media environment has evolved dramatically since those early days. Nonprofits are now grappling with a digital ecosystem that feels, at times, unstable—platforms rise and fall, and what once seemed indispensable is now called into question. A recent piece from The Campaign Workshop underscores this reality, examining how nonprofits are increasingly leaving “X” (formerly Twitter) behind as they reconsider how best to reach and engage their communities.

My Own Pause

After over 12 years of professional and personal exploration on social platforms, I left Facebook in late 2019 and let my own Twitter account go silent four years later, in July 2023. The pause has given me space to reflect on the arc of digital communication for nonprofits—from its hopeful beginnings to its current complexities—and on the need for strategies that center people, not platforms. I remain on LinkedIn for business and Instagram for fun.

Looking Ahead

The use of any platform that helps tell your story and move your mission forward should always be approached with thoughtfulness and intention. Social media is not an end in itself—it’s a tool. And when it is used to empower your advocates, to amplify their voices alongside your own, it can create something larger than the sum of its parts.

As thought leader and author Brian Solis wrote at the time, this is the “Realization of Influence”—the best version of ROI. For nonprofits, especially in the arts, that influence isn’t just measured in likes or shares, but in lasting engagement, deepened relationships, and the ability to inspire action.

Even as platforms change, disappear, or reinvent themselves, this truth remains: the real return lies in how effectively we help our communities help us. Revisit your digital strategy this year with a focus on influence, not just impressions—and see how your community can become your strongest advocate.